Ampol's slick new spot

A new campaign for Australian transport energy provider Ampol, which has recently entered a lubricants marketing alliance with ExxonMobil, features a man who's able to hear the wants and needs of engines.  

Created by Saatchi & Saatchi Sydney, What Engines Want tells the story of a regular man who, after a car bonnet hits him on the head, is endowed with a special gift; understanding engines. What he finds out is that engines just want to be treated better and that, often, what they really need is the right lubricant.  

Directed by Bill Bleakley through MOFA, the 90-second spot takes on a documentary feel as the man tells a camera crew how he travelled the world helping engines, but the afflicted engines wouldn't stop talking to him so he "had to get away. It was just all too much".
  
“Motor oil is a purchase usually borne out of necessity rather than regularity, with many car owners rarely topping up or even checking their engine oil levels," said Piero Ruzzen, Creative Director at Saatchi & Saatchi. "That is, until their oil light comes on. When it comes to our cars, we’ve become reliant on the yearly visit to the mechanic and in-warranty service. We’ve come to think engine lubricants are only for car and motor enthusiasts. We hope this campaign gets people back in touch with their engines’ needs and empowers them to take engine care into their own hands.”